COMPARATIVE STUDY OF PATTERN OF ADVERTISEMENTS IN TIMES OF INDIA AND INDIAN EXPRESS

A Research Proposal

On

COMPARATIVE STUDY OF

PATTERN OF ADVERTISEMENTS IN

TIMES OF INDIA

AND

INDIAN EXPRESS

Introduction: -

                        With an increase in global competition, technology advances and fast informed consumers, it has become important for business to make a powerful impact on target audiences and markets. Therefore marketing communication strategies has become an important part of company’s overall performance.

Introduction

Advertising has been defined as “a powerful communication force and a vital marketing tool  helping to sell goods and services, image and ideas…” (Wright 1983). Similarly, Roderick

(1980) defines advertising as “a message specified by its originator, carried by a communication system and intended to influence and/or inform an unknown audience”.

Advertising may also be seen as “a group of activities aiming at and including dissemination of information in any paid product or service to compel action in accordance with the intent of an identifiable sponsor.” (Doghudje,1985)

Advertising has a long history, with some opinions tracing its origin to the story of Adam, Eve and the Serpent in the Bible (Okigbo 1985 and Klepper 1985). Wright

(1983) however opines that advertising started in ancient Babylon at about 3000 BC when inscriptions for an ointment dealer, a scribe and a shoe maker were made on clay tablets. Sandage and Fryburger (1963) argue that Egyptians first wrote runaway – slave announcements on papyrus at about 3200 BC.

Situation in India

In India, town-crying and hawking were the earliest forms of advertising. These have survived

in many Indian villages till date. With respect to media advertising, which is the focus of this

paper, Sandage and Fryburger, 2006:) suggest that the first media advertising

was done in London in 1477 when a prayer book was announced for sale while the first

newspaper advertising appeared in the Boston Newsletter in 1704.

The print media came into India in 1859 with the appearance of a Yoruba language newspaper,

iwe Iroyin published by Reverend Henry Townsend at Abeokuta. The publication carried an

advert in the form of an announcement for the Anglican Church.

Advertisement: -

                        Advertisement consists of all activities involved in presenting to target audiences, non-personal paid massage relating to a product, idea or service. It can be done through various Media.

i)              Electronic Media.

ii)             Multi Media.

iii)            Print Media.

iv)           Outdoor Media etc…

Future advertisement classified as: -

 

Social Advt.         Political Advt.        Retail Advt.       Financial Advt.      Corporate Advt.

            However for any kind of advertisement media selection is an important & challenging taste for the Company or Firm.

            Advertisement through print media specially in newspapers is gaining important due to increase in literacy, circulation & improvement in quality of printing.

            According to the 1993 annual report of the register of Newspapers, there has been a growth in total circulation of details in 1998 over 1991 circulation increased from 5.3 crore in 1991 to 10.6 crore in 1998, it directly 100% increment.

            Hence statement of problem is that a comparative study of advertisements in Time of India and Indian Express.

Someone once said “effective advertising- it’s a bit like trying to interest a deaf tortoise” (unknown). By glossary terms, ‘effectiveness’ has been described as ‘the degree to which a system’s features and capabilities meet the users’ needs (Carnegie Mellon Glossary, 2004). This falls apt for the field of advertising too. Effective advertising can be described as a paid form of communicating a message which is persuasive, informative, and designed to influence purchasing behavior or thought patterns, and meets the goals that it set out to do. It is such advertising that welcomes one into the world of advertising in India.

1)            Objectives of the study: -

The present study has the following specific objectives:

i)          To study and assess, advertisements in Times of India.

ii)         To study and assess, advertisements in India Express.

iii)        To compare advertisements of Times of India and Indian Express.

iv)       To Study and understand impact of print-media advertisements on trade and commerce.

To read more…….

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